Joseph Hollinshead, Marketing Expert in Dallas, TX, United States
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Joseph Hollinshead

Verified Expert  in Marketing

Marketing Expert

Dallas, TX, United States
Toptal Member Since
April 24, 2023

Joe has an MBA and over 15 years of experience in digital marketing. He has honed his ability to use analytics and data analysis to drive growth and revenue. His extensive expertise includes eCommerce, SEO, SEM, SMM, PPC, email marketing, affiliate marketing, and leading cross-functional, remote teams. Joe is skilled in designing content and marketing strategies, developing customer journey funnels, and executing organic, social, and paid advertising campaigns.

Project Highlights

Redesigned Email Marketing Campaigns for B2C eCommerce Company
Led the review, design, development, testing, and relaunch of daily email marketing campaigns that resulted in increased deliverability, open rates, CTR, and revenue.


Work Experience

Principal: Digital Marketing Consultant

2004 - PRESENT
NetVida Marketing, Inc.
  • Founded a digital marketing consulting company in 2004 specializing in eCommerce and lead generation, SEM, SMM, SEO, creating online businesses, promoting products and services, and providing research, data analysis, and marketing strategy.
  • Led geographically diverse teams of software developers, content providers, graphic designers, and advertising agency reps. Since its inception, NetVida has helped clients to generate over $50 million in sales.
  • Designed and developed technical functionality and project management processes to support marketing management, customer acquisition, communications, and customer service initiatives.

Digital Marketing Manager and Project Lead

2021 - 2022
StarPath, LLC
  • Managed the day-to-day business operations, product development, and marketing for a B2C lead generation and eCommerce business.
  • Guided the marketing research, strategy, design, and implementation of new digital products, customer journeys, marketing funnels, paid ad and marketing campaign analytics, and email marketing.
  • Used market research, analytics, and data-driven processes to identify consumer behaviors and segmented audiences for email automation and web funnels.

Partner and Director of Sales and Marketing

2015 - 2021
Evergreen Power Solutions
  • Managed the day-to-day operations and marketing of an early-stage utility technology company that connects Texas residential electricity customers with low-cost energy plans.
  • Assisted in growing the business from an early-stage MVP to over 20,000+ monthly paying customers and annual revenues of over $5 million.
  • Designed and developed technical functionality and project management processes to support marketing management, customer acquisition, communications, and customer service initiatives.
  • Managed creative teams, advertising agencies, and channel partner relationships.
  • Oversaw all market research, product positioning, content creation, and creating an editorial calendar for social media marketing, content marketing, and email marketing campaigns.

Founder and CEO

2003 - 2021
  • Founded an eCommerce business with an online membership of 50,000+ artists, photographers, and 5,000+ gallery advertisers. Sold in 2021.
  • Spearheaded the branding, design, web development, and execution of a startup online business's digital marketing strategy and innovation roadmap.
  • Implemented an innovative editorial calendar used by a team of outsourced content creators for social media marketing, content marketing, and creating engaging email marketing campaigns and newsletters.

Optimized Sales Funnels for Astrology Website

Tested and redesigned a web sales funnel that increased the conversion rate from ~0% to 7% and acquired over 150,000 email contacts in three months.

On a recent marketing project, I found that the main web funnel was not converting paid traffic. It gathered personalized user information and led to a sales page with few conversions. A full analysis revealed friction points, messaging confusion, and slow page speeds. 50% of users were bouncing from the landing page, and higher-than-expected bounce rates were further down the funnel.

I hypothesized that the bounces were due to inconsistent landing page messaging and a friction point in the middle of the funnel. To address this, I created a testing plan to reduce steps, consolidate forms, remove email confirmation, and optimize page speed.
Testing results showed that the changes greatly improved funnel flow, increased leads, and resulted in a 3% sales conversion.

Despite efforts to optimize the page loading, the analytics showed persistent issues. I then had the development team recreate the funnel on a low-code platform. This move received a 97% performance rating compared to the original 25%-50%.

The move to a faster platform doubled the sales conversion rate to 7%, acquiring over 150,000 email contacts in three months.

Designed Custom Referral Program, Web Funnel, and Email Marketing Plan

Led the design, development, and marketing of a loyalty/referral marketing program and “self-service" sales funnel that increased customer referrals, membership sales, and retention, and average member LTV from $120 to $360+.

I created a custom referral marketing program and sales funnel for a startup electricity management company that leveraged email marketing and social media retargeting and a sales funnel to generate leads and boost customer membership purchases.

The company faced challenges in acquiring paying customers and convincing them to pay a subscription fee for what was seen as a traditionally free service. Word-of-mouth advertising and referrals were effective, but the inbound call-based sales approach led to disappointing conversion results.

Collaborating with the CEO, CTO, and a team of developers, I designed a referral program and a “self-service” sales funnel that integrated real-time electricity usage and a personal savings calculator. Due to the company's complex back-end systems, a custom-coded solution was needed to create a self-serve customer experience.

This new referral system and “self-service” funnel significantly increased customer referrals, reduced inbound calls, answered common questions, increased sales conversions, reduced customer churn, and increased customer membership length from six to 24+ months and LTV from $120 to $360+.

Redesigned Email Marketing Campaigns for B2C eCommerce Company

Led the review, design, development, testing, and relaunch of daily email marketing campaigns that resulted in increased deliverability, open rates, CTR, and revenue.

While working in a recent role as a digital marketing specialist for an eCommerce company, one of my tasks was optimizing the performance of the email marketing channels.

When reviewing the performance of the daily email campaigns, I noticed that the open rates and click-through rates had stagnated with open rates < 8% and CTRs around 1% - which resulted in a decreased sending server performance and revenue generated from this channel.

Working with the email development team, I created a detailed plan to review the end-to-end delivery system, test new template designs and content, and relaunch the new campaigns.

This project resulted in increased email open rates of 20+% (some select emails exceeded 40%) and an increase in email CTR to 4%, which resulted in a 34% increase in income.
2000 - 2003

Master of Business Administration (MBA), Finance in Business Administration (MBA)

The University of Colorado - Colorado Springs, USA

1991 - 1994

Bachelor's Degree in Anthropology

The University of Arizona - Tucson, USA


Google Analytics Certification



Google Data Analytics Certification



Digital Marketing Strategy, Email Campaigns, Email Marketing, Facebook Ads, Google SEO, Lead Generation, SEO Content, Content Marketing Strategy, Funnel Marketing, Funnel Optimization, Landing Pages, Social Media Marketing (SMM), Funnel Analysis, Search Engine Optimization (SEO), Go-to-market Strategy, Google Ads, Affiliate Marketing, Pay-per-Click (PPC), Facebook Marketing, Social Media, TikTok Ads, LinkedIn Ads, Drip Marketing, Paid Advertising, Inbound Marketing, Conversion Rate Optimization (CRO), Content Marketing, Performance Marketing

Platforms & Tools

Instagram Ads, Google Analytics 4, Canva, Simvoly, OpenAI GPT-4 API, BigCommerce, Klaviyo, X (formerly Twitter) Marketing, Google Analytics, Mailchimp, HubSpot Marketing Hub

Business Models

B2C, Business to Business (B2B)


eCommerce, Email, Notion, Trello, Shopify, Project Management, Email Delivery, Landing Page Optimization, WordPress, Customer Journeys, Digital Project Management, Project Design, Digital Strategy, Loyalty Programs, Graphic Design, Growth Marketing Product Manager, Growth Strategy, eCommerce SEO, Shopify Plus, Because Intelligence, Research Methods, Finance, Product Development, Figma, Chatbots, Customer Service, Web Analytics, Project Planning, Retargeting Pixels, Data Analytics, B2B Lead Generation, Twilio, Financial Modeling, Social Ad Design, Customer Experience, Sales Growth, Customer Retention, Customer Acquisition, Growth Marketing, Content Writing

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